Side Street Dive
Side Street Dive evolved from a traditional sports and nightlife bar into a Broadway-inspired dining and entertainment concept centered around singing waitstaff and live performance. My work helped support that transition visually, shifting the brand from sports and nightlife promotions toward a more theatrical, experience-focused direction while keeping the identity cohesive across social, print, menus, and event campaigns.
My Role
I translate business goals and changing audience needs into a clear visual direction for the brand. That includes deciding how campaigns should look and feel, building consistency across recurring promotions, and adapting the design system for different events, platforms, and customer experiences.
I then carry that thinking across social media, event campaigns, menus, print collateral, and in-venue materials.
Deliverables
Original Branding
Before the transition, Side Street’s visual language centered around sports, nightlife, food, and promotional events. This work established the starting point for the brand and the visual territory the new direction needed to move beyond.
Brand Evolution
As the concept shifted toward live performance, I moved the creative toward a more theatrical visual language using performance-led imagery, expressive typography, and Broadway-inspired cues. The goal was to make the entertainment experience recognizable before customers entered the space while building a system that could continue across recurring promotions.
Side Street Live
Rocky Horror Experience
Live Sports
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